We combined two relevant topics in Singapore, (1) Baby Incentives and (2) Electronic Road Pricing gantries, to create a parody concept we called an “Electronic Baby Pricing” gantry. We placed the gantry in a popular mall and had an actor posing as a policeman fine people for using the walkway without a baby. While people with babies passed through without being fined. We hoped the controversial nature of the stunt would garner free media coverage on the news stations and increase traffic to the Huggies' website by 10%.